Prince Street Pizza has achieved a legendary status that extends far beyond its original New York City location. Known for its distinct, square-cut slices and bustling, authentic atmosphere, this beloved pizzeria has successfully brought its unique brand to new markets. CEO Lawrence Longo emphasizes that this expansion is not about replicating a feeling, but about delivering the genuine New York experience to a wider audience, maintaining the quality and character that made the brand a phenomenon.
The Prince Street Pizza Philosophy
The Secret to Signature Slices
According to Longo, the key to maintaining the iconic status of Prince Street Pizza is staying “true to what made Prince St. so special in the first place, the quality, consistency, and that New York attitude.” This includes a meticulous focus on staff training and an unwavering commitment to using the best ingredients. Longo states, “Every Prince St. location has its own unique filtration system, so the water matches what we use in New York. It’s the foundation of our dough.” This dedication ensures that the core of the pizza remains identical to the original. While the Sicilian squares are “our bread and butter,” he says, the classic round pies are a “sleeper hit,” with many customers trying them after the squares and “keep coming back.”
A Vibe as Authentic as the Pizza
Longo believes that the atmosphere is just as crucial as the food itself. “People come to Prince Street Pizza not just to enjoy the slices, but to feel like they’re getting transported right to Prince Street, NY,” he explains. He notes that the restaurants “mimic the vibe and feel of our original New York location from the taste of the pizza, to the stone brick walls, to the pizza slice counter.” This intentional design is meant to bring the genuine “New York attitude” to every city they open in.
Expansion and The Famous Slices
Bringing New York to Las Vegas
Prince Street Pizza’s expansion to Las Vegas was an opportunity Longo couldn’t pass up. The chance to work with Station Casinos was a key factor, as he felt Vegas was a natural fit for the brand, being “a city built on energy, entertainment, and iconic food.” The main challenge was to ensure they delivered an authentic New York vibe to a new clientele. “People coming to our spot in Vegas aren’t just looking for a good slice — they want that authentic NYC experience,” he says. Longo has found that the Las Vegas customers have shown them “a ton of love” and have different dining habits than their New York counterparts. While NYC customers often grab a slice on the go, the Vegas crowd is more varied, with some coming in after a night out or picking up pies for their hotel rooms.
The Secret Weapon: Our Homemade Sauces
When asked what sets Prince Street Pizza apart from its many competitors, Longo doesn’t hesitate. “It’s our homemade sauces, hands down. That’s our secret weapon,” he reveals. He says the sauces are what “give every slice that signature Prince St. flavor” and that they use “top-quality ingredients and a few tricks we keep close to the chest.” For first-time visitors, he has one clear recommendation: “No question, the Spicy Spring. It’s what we’re known for, it’s what put us on the map, and it’s the slice that defines Prince St. Pizza.” Looking ahead, Longo says the brand has “big plans,” with new locations and “epic collabs” in the works.
